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We’ve studied how the Kiwi Codes have shifted over time to try to answer the question: What does it mean to be a Kiwi today?
Looking at the Kiwi Codes helps us understand who we are, what we strive for and how we interact with one another. For brands, the codes help inspire better products, services and communications by demonstrating what resonates.
We first tracked the codes in partnership with True in 2018. Now, in 2025, we see that the expression of the codes holds and the codes themselves have become more critical than ever.
Our research found that the top three codes – Connection to Nature, Humour, and Individuality – remain the top three. Nearly all the codes are more important than ever.
Individuality
More unique
than ever before
- The code has moved from 'everyone should express themselves how they want' to 'how do we create a more inclusive society for all?'
- Inclusivity, diversity and equality are all increasingly important to Kiwi. - flag for change, 'they are important etc'
- We acknowledge that embracing individuality allows us to be different, and creates a more unique society for everyone.
- The code has shifted from benevolent tolerance to embracing opportunities for equality.
Individuality is so important to New Zealanders that they want brands to reflect embracing that too.
"Companies are just a collection of people. If the people in those organisations are accepting and encourage those around them to be themselves, you will have a good culture."
Individuality for New Zealanders also means seeing themselves reflected in the world around them. It's not just about success on the big screen, or in sports.
People want to see individuality celebrated in advertising, and in the range of products offered by brands to consumers. Kiwi want brands to walk the walk through inclusive practices.
"Show minority groups seeing themselves included in their advertising materials.”
Earned Success
Success means bringing others with you
- Shared success is valued more highly than individual success; if you win big, lift others up with you through sharing support, knowledge, and resources.
- Success is also about being authentic to yourself, and not compromising on your personal values in chasing ambition.
- People want to be reassured that brands are giving back to employees who are a crucial part of their success.
- - rephrase: it's about bringing others along with you, have to help others be successful
Financial wealth isn’t necessarily an indicator of success for New Zealanders. On the contrary, ostentatious expressions of wealth are seen to be more about ego than achievement.
In lieu of money, a greater emphasis is placed on wellbeing. Happiness and an overall quality of life are seen as equally important to financial gain.
“Achieving personal goals and aspirations, making memories and living a happy, healthy and aligned life” are also markers of success.
Kiwi want to know that brands are capable of giving back, and that people contributing to earned success are rewarded accordingly.
They also want to feel like brands echo their values, and that they genuinely care about what consumers are looking for.
“Companies can show they value earned success by recognising employees’ hard work, offering meaningful rewards, and fostering a culture of transparency and integrity."
[fewer quotes about organisations, and more quotes about speaking to the codes. less about getting more from companies / brands]
True wealth comes from what you do with your money. Shared success, and the idea of lifting up others through sharing knowledge and resources, is valued more highly than an individual basking in their own success. Using the time and money at your disposal to benefit your wider community is more likely to win over New Zealanders.
“Successful people are beacons of hope.”
New Zealanders will choose to support brands that show generosity with their success. People won’t see success on a brand level as defined by how much profit you make, but by how much you’re giving back. Show success by showing how much you can afford to give.
Social equivalence
Widen the playing
field of equality
- Everyone has a role to play in achieving social equivalence and brands are expected to step into theirs.
- Brands need to make everyone feel like the target market, and to be conscious about inclusivity in communications. - change and rephrase, segmentation issue. brands that are targeting kiwi as a nation.
- The code has shifted from less levelling up and more widening the field of equality.
Many New Zealanders now realise that social equivalence requires systemic change, and we are a long way off from true equity.
“Equality it’s deep rooted, especially culturally, but we are on the right track. We have made some improvements over the years, especially since I’ve come home after 10 years overseas.”
New Zealanders equate increased representation in communications with social equivalence. Brands that feature everyday Kiwi are perceived to be more welcoming. Inclusive practices make consumers themselves feel more included.
"They need to market their brand in a way that speaks to their target market, but doesn’t alienate the rest. So that even though they might not be the target market, they feel as if they are.”
Brands aren’t expected to solve society’s problems, but every effort counts.
It's not just about treating consumers fairly. It's also about showing social responsibility, and ensuring that your brand can communicate to real, every day people.
“Hire across the ranges of age, stage and gender. Advertise across the same ranges. And treat everyone with respect.”
Outward world view
Homegrown pride
in local innovation
- New Zealanders feel the need to be aware of international events, even if they don't affect things here at home.
- New Zealanders want to see local products celebrated.
- The code has shifted from less pushing ourselves out to the world to more projecting who we really are.
- - more about innovation in general - another takeout
Global awareness is important to New Zealanders. We don't want to be in the dark about important things happening overseas.
We're proud of local brands who have gained worldwide recognition, but having an outward world view isn't just about being proud of Kiwi who have represented us globally. We also want to play an active role on the international stage as participants.
“Having an outward world view and pride in being a New Zealander means embracing our unique culture while actively engaging with global issues.”
Attitudes toward foreign versus local products have swung in favour of local and homegrown.
Where once New Zealanders saw imported products as better, now local is more sought after. There is a swell of pride in brands like Whittakers who hero local ingredients in their products.
For Kiwi, these local brands also have a responsibility to promote and represent our culture accurately. Overseas perception of beloved brands needs to echo the unique cultural make-up of New Zealand, not just show off the most famous face.
"It is very important especially because New Zealand is an incredibly culturally and socially diverse country, but we need to incorporate Māori culture and lifestyles into marketing and product designs”.
[below insert extra innovation segment about the role of innovation]
Connection to nature
Respect and preservation of nature through environmental responsibility
- Showing support for the protection and care of the environment will help brands connect with New Zealanders anxious to see nature safeguarded for future generations.
- Organisations and individuals can do more to support government initiatives focused on preserving nature.
- The code has shifted from take from nature to give back.
Kiwi believe that companies have a responsibility to make good on environmental conservation promises, and that they should be engaging in sustainable business practices.
Brands need to put their money where their mouths are and ensure that they prioritise the wellbeing of New Zealand's environment when conducting commercial affairs. Conservation goals aren't just for individuals.
“Less packaging. More recycling. Not greenwashing. Meaningful conservation work. Adopting natural areas or native species to protect. Making a real difference. Listening to the experts, taking advice and taking action that protects NZ’s natural environment."
People in New Zealand are afraid that there is a real lack of respect for nature. There is anxiety that if we don’t act, we’ll lose our natural assets, which impacts both our reputation as a nation and the future of younger generations.
“Caring about nature, protect nature, use nature responsibly, support companies with the same views. Using solar energy where possible, buying biodegradable products, the plastic-free movement.”
Protecting nature means communicating one clear shared vision, supported by stronger enforcement of the rules. There is a growing sense that we all need to pull together and abide by the same rules if we are going to protect nature.
Everyone has a role to play in protecting nature – by acting collectively, we can work toward better outcomes. We’ve seen what we can achieve when we all pull together, and there is an appetite to apply the same ‘team of five million’ approach to looking after nature. - remove team of five million.
kaitiakitanga - focus and reemphasis. more quotes here about recycling and more about nature.
“Actions like picking up rubbish, travelling by public transport or walking instead of using a car.”
Humour
Careful where you
point that thing
- Nearly half of Kiwi want more humour.
- The culture of the day plays a big role in how people receive humour – whether it is seen to be on-code or off-code.
- Humour done well draws attention, it gets people talking, and it’s memorable.
- Personal preference shapes emotional response.
New Zealanders are more aware of social issues than ever before. As such, they are more mindful of the types of jokes they share. The Individuality code means people can openly express who they are; humour has evolved alongside this code to mean it’s no longer acceptable to laugh at different social groups or people who stand out from the crowd. The quality and content of jokes have matured.
“Diversity of people play a role in the types of jokes shared.”
Humour might be used to indirectly talk about difficult subjects, but it’s not a vehicle for attacking others. New Zealanders know where to draw the line with jokes, and will increasingly pull others up if they overstep.
Stay in tune with the current and tread carefully when using dark humour or jokes that seem to be at the expense of others. And if in doubt, test it.
Because what’s humorous is deeply personal, it becomes an incredibly effective tool for engagements that are personalised or tailored to specific subgroups.
Absurdist comedy, puns, and wit appeal to New Zealanders’ sense of humour – without turning anyone into a target. Some of the best ads stay on brand when delivering humourous material; they don’t let a joke get in the way of the core message.
If humour confuses or dilutes a message, it can quickly lead to frustration.